Saltfish emerges from stealth with $730K in initial funding

Stockholm-based Saltfish, a startup building the video engagement layer for websites and software products, has raised $730,000 in its first round. Its technology enables companies to embed personalised, interactive video experiences into their sites and products, boosting engagement and conversion across the customer journey.

The internet is undergoing its biggest transformation in two decades. With LLMs reducing organic traffic, each website visit matters more than ever, yet over half of visitors still drop off within the first 10 seconds.

Saltfish addresses this with personal, 1:1 interactive video embedded into websites and software, capturing attention instantly, adapting to each visitor, and guiding them through the funnel. In its first months, the platform has powered hundreds of thousands of experiences for companies such as Bokio, Contrast, and OtterlyAI, delivering double-digit lifts in engagement, activation, and conversion.

Co-founder Simon Blackman explained:

For the last 20 years, websites and products have been static, one-size-fits-all, forcing the audience to adapt to the content.

“In every other interaction in life — whether you’re explaining something to a friend, giving a demo, or making a pitch — you adapt to the person in front of you. We’re bringing that same adaptability to all digital touchpoints with personalised, interactive video, making the web more dynamic, personal, and engaging.

The round was led by Antler, with participation from angel investors including Martin Koiva (Klaus), Juha Valvanne (Nosto), and Moaffak Ahmed.

Tobias Bengtsdahl, Partner at Antler, commented:

The UX of the future will be human and personal,  and that's exactly what Saltfish is making real today. We're super excited to be the first backers of this AI rocketship, led by a stellar founding team with deep engineering experience from Spotify and SeenThis.

Saltfish was founded by Simon Blackman, Magnus Friberg, and Henrik Eriksson, a team with expertise in video, AI, and data science. Their track record includes pioneering work in natural language processing and building advanced video streaming tools used by publishers worldwide.

The new funding will accelerate the development of Saltfish’s video generation platform and support collaborations with global teams to deliver more engaging and personal digital experiences.